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LAS VEGAS & CHICAGO--(BUSINESS WIRE)--UFC®, the world’s premier mixed martial arts organization, and two Kraft
Heinz Company brands, Oscar Mayer P3 and DEVOUR, today
announced a comprehensive multi-year partnership that expands on the
innovative marketing relationship the companies began last year. The DEVOUR™
frozen food brand has been named "Official Frozen Meal of UFC," joining Oscar
MayerP3 Portable Protein Pack, which was named “Official
Protein Snack” of UFC in 2018. Both designations are new and mark
exclusive sponsorship categories for UFC.

DEVOUR™ launched in 2016 with the mission to shake up the frozen
aisle by taking an unapologetic stand for mouthwatering, craveable
frozen foods. Over the past 3 years, DEVOUR™ has successfully
built awareness with its bold and disruptive approach to communications,
which has fueled its rapid growth in popularity with consumers. The
brand offers frozen meals, frozen sandwiches, and instant bowls, which
are widely distributed in retail grocery and convenience stores across
the country. Similar to Oscar Mayer P3’s strategic partnership
with UFC, DEVOUR’s™ collaboration with UFC will focus on reaching
the loyal MMA fan base that comprises key demographics, including
millennials, early adopters, and trendsetters.

Under the terms of the expanded partnership, both Oscar MayerP3
and DEVOUR™will be integrated extensively into select UFC
live events, highlighted by a branded presence inside the world-famous
Octagon®; custom integrations throughout UFC’s telecasts; in-venue
activations; unique social media campaigns; custom content pieces, and
Fight Week and Fight Night integrations.

In 2019, both Oscar MayerP3 and DEVOUR™ will
launch dedicated UFC products at select participating retail locations
across the country. An exclusive Oscar MayerP3 product
line will feature co-developed product nutritionals focused on workout
performance, certified by the UFC Performance Institute®, along with the
integration of UFC-themed packaging. DEVOUR™ will also leverage
UFC marks on various product offerings.

In addition, the Oscar MayerP3 and DEVOUR™ brands
will be further integrated with UFC through dedicated custom content
pieces. Oscar MayerP3 will leverage UFC fighter talent
within an original series produced at the UFC Performance Institute in
Las Vegas, highlighting the importance of protein in an athlete’s
preparation and daily routine. DEVOUR™ will integrate into Dana
White: Lookin’ for a Fight program, featuring unique DEVOUR™
marketing placements and mentions.

“Oscar Mayer P3 has been a tremendous partner for UFC, and during
the short time we have been working together, we have discovered
opportunities for natural collaboration that make sense for both our
brands," said Paul Asencio, UFC Senior Vice President, Global
Partnerships. “With the introduction of DEVOUR™ as an official
partner in 2019, we look forward to the continued growth of our
relationship with the Kraft Heinz family that will enhance our brands
and reach consumers in authentic ways."

“We couldn’t be more excited about our P3/UFC partnership,” said
Don Fussner, General Manager of Oscar Mayer. “Our relationship kicked
off in September of last year, where we developed key learnings from
those first fights, particularly in how to best connect with the UFC fan
and bring our P3 proposition to life. With many early successes,
we are now entering into an expanded, multi-year agreement that
comprises holistic marketing communications, co-developed customized
products and original content series.”

“UFC is both a collaborative and innovative partner, and I couldn’t be
happier with the early results and the path ahead,” added Fussner. “The
timing of this newly expanded partnership aligns perfectly with the
launch of UFC on ESPN, an exciting chapter as UFC continues to expand
their young, growing, and extremely loyal fan base. Being the Official
Protein Snack of UFC is a powerful platform for P3, and
our team is looking forward to embedding our brand into UFC culture,
helping both athletes and fans alike find a more interesting way to get
their protein.”

The expanded partnership will begin on Saturday, March 2, with UFC®
235: JONES vs. SMITH, featuring two highly anticipated world
championship fights. Light heavyweight champion Jon Jones wastes no time
getting back in the Octagon as he takes on dangerous finisher and No.
3-ranked contender Anthony Smith. Also, welterweight champion Tyron
Woodley goes for his fifth consecutive title defense against No.
2-ranked contender Kamaru Usman.

About UFC®

UFC® is a premium global sports brand and the largest Pay-Per-View event
provider in the world. UFC boasts more than 278 million fans worldwide
and has produced over 460 events in 24 countries since its inception in
1993. Acquired in 2016 by global sports, entertainment and fashion
leader Endeavor (formerly WME | IMG), together with strategic partners
Silver Lake Partners and KKR, UFC is headquartered in Las Vegas with a
network of employees around the world. UFC produces more than 40 live
events annually that consistently sell out some of the most prestigious
arenas around the globe, while programming is broadcast in over 165
countries and territories to 1.0 billion TV households worldwide in 40
different languages. UFC FIGHT PASS®, a digital subscription service,
delivers exclusive live events, thousands of fights on-demand and
original content to fans around the world. For more information, visit
UFC.com and follow UFC at Facebook.com/UFC, Twitter, Snapchat and
Instagram: @UFC.

ABOUT THE KRAFT HEINZ COMPANY

The Kraft Heinz Company (NASDAQ: KHC) is one of the largest food and
beverage companies in the world. A globally trusted producer of
delicious foods, The Kraft Heinz Company provides high quality, great
taste and nutrition for all eating occasions, whether at home, in
restaurants or on the go. The Company’s iconic brands include: Kraft, Heinz, ABC, Capri
Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida,
Oscar Mayer, Philadelphia, Kool-Aid, Lunchables, Maxwell House, Ore-Ida,
Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Smart Ones and
Velveeta. The Kraft Heinz Company is dedicated to the
sustainable health of our people, our planet and our Company. For more
information, visit www.kraftheinzcompany.com.